How interactivity and vividness influence consumer virtual reality shopping experience: the mediating role of telepresence
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 22 June 2021
Issue publication date: 15 July 2021
Abstract
Purpose
The purpose of the study is to investigate the effects of interactivity and vividness on perceived usefulness and perceived enjoyment and their consequent impacts on consumer behavioral responses in a retail furniture VR store context. Considering the lack of VR empirical research, the indirect effect of interactivity and vividness on perceived usefulness and perceived enjoyment through telepresence and the moderating effect of consumer previous experience with VR are also included.
Design/methodology/approach
A commercial IKEA VR store was chosen for the study. Head-mounted display (HMD) VR headsets were employed for the VR shopping experience. The study was conducted at a laboratory at a large university in the southeastern United States. A total of 146 college students participated in the study.
Findings
Vividness had significant positive effects on perceived usefulness and perceived enjoyment, which in turn influenced attitude towards VR and behavioral intentions. Interactivity did not have positive impacts on perceived usefulness and perceived enjoyment. However, it indirectly affected perceived usefulness and perceived enjoyment through telepresence. The findings also proved the moderating effect of consumer previous VR experience between interactivity and perceived usefulness and between interactivity and perceived enjoyment. The relationship between attitude and behavioral intentions was also positive.
Originality/value
Notwithstanding the benefits of VR in relation to its utilitarian, hedonic, and behavioral values, little is known about consumers' responses towards the usage of VR as a shopping tool. The present study can be considered as a starting point in understanding the usefulness of VR from consumer and managerial perspectives. The findings of VR indicated in the study will help practitioners understand the urgency of adopting VR in a retail setting.
Keywords
Acknowledgements
The work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2016S1A5A2A03927809).
Citation
Kim, J.-H., Kim, M., Park, M. and Yoo, J. (2021), "How interactivity and vividness influence consumer virtual reality shopping experience: the mediating role of telepresence", Journal of Research in Interactive Marketing, Vol. 15 No. 3, pp. 502-525. https://doi.org/10.1108/JRIM-07-2020-0148
Publisher
:Emerald Publishing Limited
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